Heineken experience to be revamped
The Heineken Experience visitor attraction in Amsterdam, The Netherlands, has closed in order to undergo a large redevelopment project.
Located at the 140-year-old Heineken brewery, the site attracted 350,000 visitors during 2006 and the revamp aims to increase the centre’s capacity.
US-based BRC Imagination Arts has been appointed to design the new installations, which will include a mini-brewery, a tasting bar and a new Stable Walk attraction.
According to Bart Dohmen, managing director of BRC Europe, the new tour will provide a totally immersive experience using story and design to engage the visitors.
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